Apple's mixed reality Vision Pro disappoints: 2024 shipments about 390k, weak 2025 holiday sales. Cuts production and ads; targets enterprise, cheaper model.
© A. Krivonosov
Apple’s mixed reality headset Vision Pro has fallen short of the next big breakthrough the company was counting on. With consumer interest weaker than expected, Apple cut production and largely scaled back its marketing push in key markets.
IDC reports that contract manufacturer Luxshare Precision Industry curbed assembly in early 2025. Across 2024, Apple shipped about 390,000 headsets, but in the final quarter of 2025 holiday sales came to roughly 45,000 units. By comparison, the company’s other products—iPhone, iPad, and MacBook—routinely sell in the millions, a contrast that speaks for itself.
Sensor Tower’s analysis indicates Apple reduced digital ad spending for Vision Pro by more than 95% in the US and UK. Priced at $3,499, the device struggled to break into the mass market, and the broader rollout slated for 2025 has remained unchanged.
Analysts tie the soft results to a high price, a hefty build, limited battery life, and a modest VisionOS ecosystem. Morgan Stanley’s Erik Woodring argued that the combination of factors has made Vision Pro a niche product. About 3,000 apps are available for the platform—far fewer than the iPhone had at the App Store’s start—underscoring how early this ecosystem still is.
Even so, Apple isn’t abandoning the category. In the fall, the company released an updated Vision Pro with an M5 chip, improved ergonomics, and longer battery life, and it is preparing a more affordable model with pared-back capabilities. Vision Pro is already finding uses in corporate settings such as pilot training, medical simulations, and other professional scenarios—right now, that seems to be where the headset fits best.